Mar 2, 2023

10 Tips To Write Facebook Ad Description That Gets The Attention

Suman Samal, Asst. Marketing Manager
Suman Samal
10 Tips To Write Facebook Ad Description That Gets The Attention
Suman Samal, Asst. Marketing Manager
Suman Samal
Mar 2, 2023

10 Tips To Write Facebook Ad Description That Gets The Attention

Discover the secrets to writing attention-grabbing Facebook ad descriptions with our 10 expert tips. Boost your ad performance now.
10 Tips To Write Facebook Ad Description That Gets The Attention

Table of contents

Attention-grabbing Facebook ad descriptions can be the difference between a successful ad campaign and a flop. With social media being a popular place to advertise, the platform is saturated with noise. So how do you make sure your ads stand out? I

In this guide, we dive into the art of crafting compelling Facebook ad descriptions that cut through the clutter and get noticed. From the importance of keeping it short and simple to leveraging emotions and offers, we'll share 10 tips for writing Facebook ad descriptions that convert. Plus, to bring the tips to life, we'll showcase four examples of standout Facebook advertising across various industries. 

Whether you're a seasoned marketer or just starting out, this guide has everything you need to write Facebook ad descriptions that drive results.

What are Facebook ads?

Ads on Facebook are promotional content that usually appear in a user's news feed. Marketers can use ads to reach their target audience and achieve various objectives like:

  • Increasing brand awareness
  • Driving website traffic
  • Generating leads
  • Boosting product sales. 

Facebook advertising also offers comprehensive analytics and reporting. This helps advertisers track their campaign's performance by measuring impressions, clicks, conversions, and return on ad spend. 

What are the different types of Facebook ads?

Overview of Facebook Ad Types

Facebook Ads provide a range of formats to aid advertisers in reaching their target audience. Understanding the different ad options can help businesses choose the right format for their specific needs. There are 5 major types of Facebook advertising that present various appearances or functions within the Facebook app.

1. Photo Facebook Ads

Photo Facebook Ads are image-based ads that appear on the Facebook News Feed and right column. These ads feature an eye-catching image and are ideal for promoting products, services, and events.

Screenshot of  Photo Facebook Ad example
Photo Facebook Ad example

2. Video Facebook Ads

Promoting your brand or service on Facebook through video advertisements is a good idea if you want to showcase your product or brand in a creative manner, highlight its unique features, and share your brand story in a compelling way. Additionally, shorter videos of 15 seconds or less are effective in grabbing attention and conveying a clear, simple message that motivates viewers to take action, such as making a purchase or visiting your website. 

Screenshot of Video Facebook Ad example
Video Facebook Ad example

3. Stories Facebook Ads

Facebook Stories Ads are full-screen, portrait-style advertisements that can appear in either Instagram Stories or Facebook Stories, and can help businesses reach a large and engaged audience. It is important to note that for Instagram Stories, the maximum duration for image ads is 5 seconds and for video ads is 60 seconds, while for Facebook Stories, the maximum duration for image ads is 6 seconds, and for video ads is 15 seconds. By being viewed in a full-screen format, they are designed to make a strong initial impression and encourage potential customers to click for more information.

Screenshot of  Stories facebook ad example
Stories facebook ad example

4. Carousel Facebook Ads

Carousel Facebook Ads are an interactive type of advertisement that enables businesses to showcase multiple images or videos in a single ad, up to ten. They are ideal for displaying multiple products or services, allowing potential customers to easily swipe through options and choose the one that appeals to them the most. The intention of these ads is to give users a natural and authentic experience that resembles browsing through a Facebook or Instagram story feed.

Screenshot of  Carousel facebook ad example
Carousel facebook ad example

5. Messenger Facebook Ads

Messenger Facebook Ads are a type of advertisement that can be viewed in the Chats tab of a user's Messenger app. These ads can be delivered in the form of sponsored messages or sponsored content within chats. Upon clicking the ad, users will be directed to a detailed view within Messenger where they can choose to take the call-to-action that you specified during the ad creation process. This can include visiting your website, using your app, or initiating a conversation with your business through Messenger.

Messenger ads provide a direct way to reach users and drive them to take specific actions, such as making a purchase or booking an appointment. 

 Screenshot of  messenger facebook ad example
Messenger facebook ad example

What is a Facebook Ads Description?

A Facebook Ads Description is a short text that appears beneath the headline of a Facebook Ad. It is a brief overview of what you are offering, supplementing your Facebook ad in written format. 

A well-crafted Facebook Ads Description can be the difference between an ad that is ignored and one that captures the attention of users and drives conversions. 

Importance of Facebook Ads Description

The Facebook Ads Description is a crucial component of a successful ad campaign. It provides additional context and details about the product, service, or offer being promoted in the ad. 

The description helps to establish relevance and value, and can encourage users to click through to the landing page. Additionally, it can be used to highlight specific features, benefits, or promotions. 

A clear and concise Facebook Ads Description can increase the chances of a user engaging with the ad and taking the desired action.

Difference between Facebook Ad Headline vs Description

The Facebook Ad Headline and Description are two separate components of a Facebook Ad. The ad headline is a short, attention-grabbing text that appears below the Facebook ad image or video in the ad. It should be concise, direct, and to the point, highlighting the key message of the ad. 

The Description, on the other hand, provides more detail about the ad and expands on the ad headline. It should be used to provide context, explain the offer, or highlight specific features or benefits. The ad headline and description should work together to communicate the overall message of the ad and encourage users to take action.

10 Tips To Write Great Facebook Ads

Creating effective Facebook Ads is essential for marketers who aim to reach their target audience and drive conversions. It's not enough to just create an image or video for your ad; the text components such as the headline and description play a crucial role in determining its success. When it comes to Facebook advertising, mastering the art of crafting compelling and effective ads is crucial. Here are 10 best practices that will help you write great Facebook Ads

1. Keep it short and simple

Facebook Ads have limited space for text, so it's important to keep the headline and description short and simple. In terms of text, the maximum character limits for your ad components are 40 characters for the headline, 125 characters for the primary text, and 30 characters for the description. 

Steer clear of lengthy and uninteresting text in your ads. Keeping the text brief and to the point will help grab the attention of users who are scrolling through their Facebook feed.

2. Write like you talk, keep it conversational

Facebook is a social platform, and users expect a conversational tone in the ads they see. Write the headline and description in a conversational style, using language that is natural and easy to understand. When it comes to creating effective Facebook ads, one important factor is writing in a way that feels natural and engaging to your audience. By adopting a tone that reflects the way people actually speak, you can create a connection with your target audience and increase the chances of your ad resonating with them. This means that you may need to rethink some of the traditional rules of writing, and focus on crafting messages that feel authentic and conversational. In the end, copywriting is all about creativity and connection. If you want to learn more, have a look at our blog, ‘Creative Writing Vs Content Writing : What Is The Difference?’

3. Connect "what" with "why"

It's recommended to use the headline to showcase the main offering of your ad, while using the description to provide more context on why the user should be interested in what you're promoting. This will help establish relevance and the value proposition for the user, and encourage them to engage with the ad.

4. Focus on a single, specific thought. Don't Deviate

Keep the focus of the ad on a single, specific thought. Don't try to promote multiple products or services in a single ad, as this will dilute the message and confuse the user. 

Stick to one main thought and make sure the headline, description, and image or video all reinforce this thought.

5. Use numerals and special characters

Using numerals and special characters in the headline, such as exclamation points or percent signs, can help grab the attention of users and make the ad stand out in the Facebook feed. However, be careful not to overuse these elements, as this can make the ad look spammy.

6. Don't forget to include keywords

Include relevant keywords in the headline and description to help the ad appear in search results. Keywords should be related to the product or service being promoted, and should reflect the user's search intent.

7. Use emotions: Try to connect with users

To build an emotional connection with your target audience through Facebook ads, it's important to use relatable visuals, tell stories, and frame your message in a way that speaks to their needs and aspirations. Use language that evokes emotions, such as excitement, happiness, or urgency, and aim to create an emotional connection with the user. By understanding what motivates your audience and appealing to their emotions, you can create a more meaningful connection and increase the effectiveness of your ads.

8. Mention the offer, including any incentives

Be sure to mention the offer in the ad, including any incentives, such as discounts or free trials. 

To increase the efficacy of your Facebook ad campaigns, it's crucial to persuade prospective clients that you offer a unique value proposition.

9. Fine-Tune Your Call-To-Action

A clear and effective Call-To-Action (CTA) is crucial for the success of a Facebook Ad. Choose a CTA that is relevant to the offer, such as "Learn More" or "Sign Up". Make sure the CTA button is prominent and easy to find, and use action-oriented language to encourage users to take action.

10. Send Audiences to a Landing Page

When a user clicks on a Facebook Ad, they should be directed to a landing page that is relevant to the ad and the offer. The landing page should provide more information about the product or service being promoted, and should have a clear next step for the user to take, such as filling out a form or making a purchase. It's important to optimize the landing page for conversions, by including elements such as a clear headline, high-quality images, and a clear CTA.

Writing great Facebook ads requires a combination of effective copywriting and marketing strategy. By following these 10 tips, you can write Facebook Ads that are short, conversational, relevant, and effective in driving conversions. 

Remember to keep the text brief, focus on a single thought, include relevant keywords, and use emotions to connect with users. Also, don't forget to include a clear CTA and send users to a relevant landing page. With these tips, you'll be on your way to creating successful Ad copies that drive results for your business. In case you need help with copywriting, be sure to read our blog, ‘7 Best Copywriters Of All Time’ to help you decide.

4 Great Examples of Facebook ads description

Facebook ads description plays a crucial role in attracting potential customers and generating conversions. A well-crafted Facebook Ads description can make all the difference in the success of an ad campaign. In this write-up, we will take a look at some of the best Facebook Ad examples for different types of businesses.

  • Facebook ads for online shopping page/ Ecommerce:


Screenshot of  Facebook ad for waterfront online store
Facebook ad for waterfront online store

The Facebook ads description for an online shopping page should highlight the unique features of the products and the benefits they offer to the customer. 

  • Facebook ads for SaaS businesses: 
Screenshot of  Facebook ad for Asana
Facebook ad for Asana

SaaS businesses can leverage Facebook Ads to reach a wider audience and attract new customers. 

  • Facebook ads for healthcare services: 
Screenshot of  Facebook ad for Maxim healthcare
Facebook ad for Maxim healthcare

Healthcare services can use Facebook Ads to reach out to potential patients and educate them on the services they offer. 

  • Facebook ad for Marketing agencies:
Screenshot of  Facebook ad for Voosh digital agency‍
Facebook ad for Voosh digital agency

Marketing agencies can use Facebook Ads to attract new clients and showcase their services as well as highlight promotion offers. If you are in the ‘market’ for marketing copy, check out our blog, ‘7 Best Marketing Copy Examples To Get Inspired

Crafting an effective Facebook Ads description requires understanding the target audience and the key benefits that the product or service offers. The above examples show how different types of businesses can create Facebook Ads descriptions that are compelling, relevant and drive results. By following these guidelines, you can create Facebook Ads descriptions that engage your target audience and drive conversions.

Boost Your Facebook Ad Campaigns with Scalenut's AI Copywriting Tools

Say goodbye to the frustration of writing lackluster Facebook ad descriptions and hello to Scalenut - a free and effective AI copywriting tool. At Scalenut, we believe that anyone can write great Facebook ad descriptions with the help of AI technology. Our user-friendly tools are accessible to all, regardless of copywriting skills. And, if you're looking to take your next Facebook ad campaign to the next level, Scalenut has you covered.

With Scalenut's free and effective AI-driven Facebook Primary Text Generator, you can create eye-catching ad descriptions that engage your target audience in just minutes. All you have to do is enter your brand, a few keywords or phrases that describe your product or service, and Scalenut's advanced algorithms will generate multiple options for optimized ad copy.

So, why not try Scalenut's Free & Effective AI-driven Facebook Primary Text Generator today and see the results for yourself? Give your ad campaigns a boost and take the first step to a great job. Simply sign up for free and start generating winning Facebook ad descriptions today!

Suman Samal
Asst. Marketing Manager
ABout the AUTHOR
Suman Samal
Asst. Marketing Manager

Suman Samal is a Asst. Marketing Manager at Scalenut. She is a technology enthusiast with a keen interest in content marketing and SEO. She truly believes that with the right set of tools every organization can improve the ROI of their content marketing campaigns. She spends her time managing content operations at Scalenut and ensuring that everything we publish is of the highest quality.

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